Market Proof Marketing: Home Builder Marketing Insights

By Kevin Oakley: New Home Marketing from Do You ConvertBusiness News Marketing Business News Tech News

Market Proof Marketing: Home Builder Marketing Insights episodes

January 02, 2020Ep 81: Looking Forward to 2020
Happy New Year from Do You Convert! For our first episode of 2020, the DYC marketing team discusses what we’re most looking forward to doing, knowing and watching this year. Plus, the digital trends predicted to disrupt in 2020, and… have we hit a wall with A.I.? Get a jump start on your new year right here.
Story Time: (4:48)
Kevin shares a builder partner’s perfect summary of what makes Do You Convert unique.
In the News: (7:22)
Four Digital Marketing Trends Poised to Disrupt in 2020 (Prophet.com)
“Growth leaders must come to grips with the reality of a world where AI is no longer a promise but a fact, where SMarketing is changing the very nature of their roles, where velvet rope communities shift social influence from mass reach to targeted expertise and where the contextual omni-channel connects the analog and digital experiences to predict the future instead of respond to the past.”
A Sobering Message About the Future of AI’s Biggest Party (Wired.com)
Is “AI Everything” just a hype cycle?
Limitations of even the most advanced machines
Has AI hit a wall?
360 Topic of the Week – What We’re Looking Forward to in 2020: (30:35)
Thaïs
Slow Content
Becca
The next big change from Facebook
A better picture of the full buyer journey
Andrew
The next big change from Google
Bingeable content from builders
Better attribution BUT not create a distraction for credit
Presale Without Fail audiobook
What marketing can do before the sale to influence selections
Kevin
More well-rounded strategies meaningfully built upon quantitative and qualitative data
How Google fights back to catch up with FB/IG
Builders going beyond a single transaction business model
Consumers having more and more control over the buying process
Growing the DYC team
2020 podcast guests
Subscribe on iTunes —> https://now.doyouconvert.com/mpm-itunes
Follow on Spotify —> https://now.doyouconvert.com/mpm-spotify
Subscribe on Google Play —> https://now.doyouconvert.com/mpm-gplay
A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, and others from Do You Convert will break down the headlines, share best-practices and stories from the front line, and perform a deep dive on a relevant marketing topic. We’re here to help you – not to sell you!
The post Ep 81: Looking Forward to 2020 appeared first on Online Sales and Marketing for Home Builders - DYC.
57 min
December 26, 2019 Ep 80: The Top Episodes of 2019
It’s the Market Proof Marketing Christmas Edition! This week we go back in time and play the top three most downloaded episodes of 2019. Thank you so much for listening and being part of the Market Proof Marketing community. Happy Holidays from Do You Convert!
Celebrating 50 Episodes with Jeff Shore (4:04)
Are you Listening to Your Customers? with Paul Cardis (37:00)
Convert to Conversion Campaigns for More Conversions (1:05:09)
Subscribe on iTunes —> https://now.doyouconvert.com/mpm-itunes
Follow on Spotify —> https://now.doyouconvert.com/mpm-spotify
Subscribe on Google Play —> https://now.doyouconvert.com/mpm-gplay
A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, and others from Do You Convert will break down the headlines, share best-practices and stories from the front line, and perform a deep dive on a relevant marketing topic. We’re here to help you – not to sell you!
The post Ep 80: The Top Episodes of 2019 appeared first on Online Sales and Marketing for Home Builders - DYC.
1 hr 23 min
December 19, 2019Ep 79: The Death of Facebook Organic Reach for Brands
Based on pure data, one analytics company is declaring Facebook organic reach dead for brands. What’s a social media marketer to do? Plus, we talk marketing new homes to millennials, a fascinating story about Facebook’s A.I., and inspiration for your remarketing campaigns.
Story Time: (2:00)
Andrew gives some tips for using Google Analytics data to inspire your remarketing campaigns.
Jackie’s sister is house hunting in Texas and has misconceptions about buying new.
Kevin tells a fascinating story about Facebook’s A.I. – how it makes an initial connection but then explores and tests further. Plus, does a larger builder with a larger budget = better results?
Your Question Answered: (16:41)
We had a caller this week to the Market Proof Marketing question line! Julie asks… “For advertising purposes, is it best for a company with multiple communities to have a FB page for every community, or one FB page for the company?” Feel free to call in with your own questions to 404-369-2595.
In the News: (20:17)
12 Days of Data, Day 1: Facebook Brand Engagement Statistics for Unpaid Content (TrustInsights.ai) – The data says unpaid social media marketing on Facebook is dead. So what’s next?
Subscribe on iTunes —> https://now.doyouconvert.com/mpm-itunes
Follow on Spotify —> https://now.doyouconvert.com/mpm-spotify
Subscribe on Google Play —> https://now.doyouconvert.com/mpm-gplay
A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, and others from Do You Convert will break down the headlines, share best-practices and stories from the front line, and perform a deep dive on a relevant marketing topic. We’re here to help you – not to sell you!
The post Ep 79: The Death of Facebook Organic Reach for Brands appeared first on Online Sales and Marketing for Home Builders - DYC.
30 min
December 12, 2019Ep 78: Understanding Lifestyle Buyer Behavior with Ben Keal
Kevin is away so Andrew, Jackie and Thaïs get to play! We talk the latest social media updates, why you need to pay attention to dark mode email, and Gartner’s biggest (and scariest) tech trends for 2020. Kevin rejoins us to talk with Ben Keal, Director of Sales & Operations for PrivateCommunities.com about what drives “lifestyle” consumers (45-65+) to consider and buy new homes.
Story Time: (1:45)
Jackie questions Black Friday shopping trends – is it worth it anymore?
Andrew talks about a unique influencer marketing idea for home builders
In the News: (9:46)
Social media news & updates:
Stop Wanting to be Liked (Instagram Is Doing It For You Anyway) (ContentMarketingInstitute.com)
Twitter Begins Testing Tweet Scheduling via Twitter.com (Adweek.com)
Pinterest Updates Lens Feature to Improve Visual Search (Impactbnd.com)
The Ultimate Guide for Dark Mode for Email Marketers (Litmus.com)
Gartner’s Top 10 Strategic Technology Trends For 2020: The Good, The Obvious, The Renamed & the Missing (Forbes.com)
360 Topic of the Week: Understanding Lifestyle Buyer Behaviors with Ben Keal (22:35)
Private Communities Registry (PCR) is a portal to connect lifestyle buyers to lifestyle communities – those with specific amenities like golf, boating, mountains, even pickleball. Ben Keal, PCR’s Director of Sales & Operations, fills us in on who lifestyle buyers are and what types of new home communities and amenities they desire. Plus:
Average length of time for a lifestyle home search (you might be surprised)
Number of communities lifestyle buyers consider at a time
Why content is important for this buyer and what the marketing funnel looks like
Why the Online Sales role is critical
How data, even when imperfect, tells a story
QOTW: What new technologies are you looking forward to using in 2020 to enhance the home buying or shopping experience? Weigh in and see the answers in our Facebook or LinkedIn Market Proof Marketing groups.
Subscribe on iTunes —> https://now.doyouconvert.com/mpm-itunes
Follow on Spotify —> https://now.doyouconvert.com/mpm-spotify
Subscribe on Google Play —> https://now.doyouconvert.com/mpm-gplay
A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, and others from Do You Convert will break down the headlines, share best-practices and stories from the front line, and perform a deep dive on a relevant marketing topic. We’re here to help you – not to sell you!
The post Ep 78: Understanding Lifestyle Buyer Behavior with Ben Keal appeared first on Online Sales and Marketing for Home Builders - DYC.
53 min
December 05, 2019Ep 77: Advertising, Attribution and Branding – Trust Us, It’s Complicated
Holiday season is here, which means the DYC team is traveling all over the country and enjoying time with family! This will be a shorter episode, but packed with food for thought from our second article on digital advertising effectiveness.
Story Time: (1:04)
Becca is building a Thanksgiving table in one weekend and it’s kind of like trying to sell inventory homes at the end of the year.
Kevin lays out the roadmap to marketing success.
Also, we have a special gift for the very next caller! Leave any questions or comments about this episode or any other at 404-369-2595.
In the News: (8:50)
This week we discuss the counterpoint article to Kevin’s favorite article of 2019:
Digital advertising is not the dot com bubble, improper attribution is (MarketingLand.com) – Kirk Williams from Zato Marketing says that the real problem in paid search right now is our belief that we can track everything. We don’t disagree…
Do we have tunnel vision when it comes to attribution?
Paid search vs. branding
What are we actually tracking – what does it mean and how to does it help us form our marketing strategy?
Oversimplifying the customer journey – it’s not linear; it’s more like a bouncing ball
There’s no perfect attribution model – more complicated doesn’t necessarily mean better
In summary, marketing is complicated!
Last QOTW: What’s on your holiday wish list? Answer here for a chance to win a personalized gift from Kevin that you cannot buy!
Footnotes:
Here is the DYC funnel Kevin mentioned in the episode
DYC’s 2019 Holiday Gift Guide is here!
If you’re not on Facebook, or just prefer LinkedIn, you can now join our LinkedIn Market Proof Marketing group!
Subscribe on iTunes —> https://now.doyouconvert.com/mpm-itunes
Follow on Spotify —> https://now.doyouconvert.com/mpm-spotify
Subscribe on Google Play —> https://now.doyouconvert.com/mpm-gplay
A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, and others from Do You Convert will break down the headlines, share best-practices and stories from the front line, and perform a deep dive on a relevant marketing topic. We’re here to help you – not to sell you!
The post Ep 77: Advertising, Attribution and Branding – Trust Us, It’s Complicated appeared first on Online Sales and Marketing for Home Builders - DYC.
33 min
November 27, 2019Ep 76: Creating Desirable Customer Experiences with Lynne Davis
What do we really know about the effectiveness of digital advertising? Are brand keywords worth it? In our first ever 2-part news series, we examine if digital advertising actually works, scenarios where it might not, and if not, why are we spending all this money? We also talk with Lynne Davis, CEO and Founder of NterNow, to learn how to create experiences that today’s independent home buyer wants.
Story Time: (1:50)
Jackie: West Elm Holiday House Pop Up in NYC: the trend of shoppable staged homes that showcase real estate listings.
Kevin: It’s almost that time of year to shift ad spend “entirely” to content and remarketing.
In the News: (13:17)
Helping advertisers, publishers, and partners comply with the California Consumer Privacy Act (CCPA) (Google.com)
The new dot com bubble is here: it’s called online advertising (TheCorrespondent.com) – Per Kevin, this article is required reading for all marketers
360 Topic of the Week – Creating Desirable Customer Experiences with Lynne Davis (28:22)
Lynne Davis is the CEO & Founder of NterNow, a secure instant access system for today’s independent home buyers.
We dive deeper into the concept of unattended access, percentage of lost leads from NOT having instant access, and how to create a sales process that supports instant access. Lynne a treasure trove of stats that support unattended access, some of which may surprise you.
QOTW: What’s on your holiday wish list? (We’ve got some recommendations in our 2019 Holiday Gift Guide.)
Subscribe on iTunes —> https://now.doyouconvert.com/mpm-itunes
Follow on Spotify —> https://now.doyouconvert.com/mpm-spotify
Subscribe on Google Play —> https://now.doyouconvert.com/mpm-gplay
A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, and others from Do You Convert will break down the headlines, share best-practices and stories from the front line, and perform a deep dive on a relevant marketing topic. We’re here to help you – not to sell you!
The post Ep 76: Creating Desirable Customer Experiences with Lynne Davis appeared first on Online Sales and Marketing for Home Builders - DYC.
1 hr 27 min
November 24, 2019Ep 75: Extended Story Time with Kevin
This special episode is extended story time with Kevin because his internet wouldn’t allow for a normal recording session to happen. Enjoy!
Story Time:
The Oakley’s begin the process of looking for their next home – and things don’t all go quite as expected
The minimum standard for digital marketing keeps getting higher and higher. If you’ve rely heavily on the MLS to drive sales you might relate.
News and Q&A : (25:00)
Deadline for nominations to Professional Builder’s 40 Under 40 is Monday November 25th!
Facebook is offering to give home builder’s extra ad money if they follow certain guidelines
Unbounce offers new “Smart Traffic” option for landing pages
Brand new budgeting tool and blog post from Kevin on DYC.com
Complete Google Analytics overview and setup walk-through now live on DYC.com
Subscribe on iTunes —> https://now.doyouconvert.com/mpm-itunes
Follow on Spotify —> https://now.doyouconvert.com/mpm-spotify
Subscribe on Google Play —> https://now.doyouconvert.com/mpm-gplay
A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, and others from Do You Convert will break down the headlines, share best-practices and stories from the front line, and perform a deep dive on a relevant marketing topic. We’re here to help you – not to sell you!
The post Ep 75: Extended Story Time with Kevin appeared first on Online Sales and Marketing for Home Builders - DYC.
36 min
November 14, 2019Ep 74: Getting Creative with Ryan Snarr
Ryan Snarr, Director of Marketing for Destination Homes, joins us this week to discuss the necessities and pitfalls of purely creative marketing work in home building. Also, Andrew’s warranty saga continues, Facebook changes their branding, and how should agencies really charge for their time?
Story Time: (0:45)
Warranty Woes Part 2 with Andrew: The value of setting customers’ expectations
In the News: (5:06)
Introducing our new company brand (Facebook.com)
Facebook to limit the number of ads that pages can run simultaneously (MarketingLand.com)
UPS and CVS to deliver prescription medicine via drone to US residential customers for the first time (TechCrunch.com)
Let’s kill the hourly rate: We are leaving money on the table (SearchEnglineLand.com)
360 Topic of the Week – Getting Creative with Ryan Snarr (20:05)
Ryan joins us from beautiful Salt Lake City, Utah! We discuss how small design details have huge impact on the livability and longevity of a community, plus:
His creative agency background
Taking risks with the Garage-Muh-Hall (pics below)
Balancing creative marketing with analytics and strategy
Working with what you’ve got
Rethinking the customer testimonial
Run with Ryan
The story of the Snarrly Lunchbox: how Ryan figured out Twitter
Subscribe on iTunes —> https://now.doyouconvert.com/mpm-itunes
Follow on Spotify —> https://now.doyouconvert.com/mpm-spotify
Subscribe on Google Play —> https://now.doyouconvert.com/mpm-gplay
A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, and others from Do You Convert will break down the headlines, share best-practices and stories from the front line, and perform a deep dive on a relevant marketing topic. We’re here to help you – not to sell you!
The post Ep 74: Getting Creative with Ryan Snarr appeared first on Online Sales and Marketing for Home Builders - DYC.
1 hr 3 min
November 07, 2019Ep 73: Warranty Woes, Political Ads, Big Data – Oh My!
In this story and news-packed episode, Kevin, Andrew and Jackie go into depth on a few big topics. They tackle:
The future of the home builder’s role post-close
No more excuses for home builders NOT to have reliable marketing data.
Marketing multiple communities in close proximity to one another with simultaneous launches
and so much more…
Story Time: (4:52)
Jackie discusses FB Messenger, IG Direct & automatic replies – opportunities and cautions when using social messaging.
Andrew’s new home saga is not over! Now he’s going through warranty woes. We talk contractors, customer service and the future of home builders’ role post-close.
The gauntlet: Kevin’s first time running a political ad on social media.
In the News: (31:32)
The Online Sales Academy is back! March 4-5, 2020 in Downtown Phoenix. More info here.
3 Ways to Optimize Your Website for Greater Revenue and Happier Customers (ProBuilder.com)
Holiday Marketing Guide 2019 (Facebook.com)
How Companies Learn Your Secrets (NYTimes.com)
Twitter Will No Longer Accept Political Ads, Says CEO (Adweek.com)
Forrester predictions for CMO role are dire, but there is hope for current CMOs (MarketingLand.com)
Questions Answered from the Market Proof Marketing Facebook Group (52:35)
“HELP! How do you manage advertising multiple community launches with event dates within 1 week of each other, locations within 5-15 miles of each other, and within the same price range without over-saturating messaging or confusing consumers? This is something I face on the daily working for a builder with an abundance of similar products, launch dates, and locations. I’m trying to learn how to juggle everything simultaneously but I feel like our messaging and conversions are suffering because of these issues. Is anyone else dealing with a similar issue? All advice is welcome!” View conversation in Facebook group.
“Drop your most reliable laptop suggestions! My Dell XPS has been cursed with issues and may have finally given up on its fight to live. I want to bring solid suggestions to the plate. Must be lightweight, as I travel a lot.” View conversation in group.
“We’re LATE to the video train, but for those of you who have done it for a while (whether polished & produced, or down & dirty iPhone agent home tours) – do you find it worth the time and $$? Which approach has worked best (polished vs. candid & simple)?” View conversation in group.
Subscribe on iTunes —> https://now.doyouconvert.com/mpm-itunes
Follow on Spotify —> https://now.doyouconvert.com/mpm-spotify
Subscribe on Google Play —> https://now.doyouconvert.com/mpm-gplay
A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, and others from Do You Convert will break down the headlines, share best-practices and stories from the front line, and perform a deep dive on a relevant marketing topic. We’re here to help you – not to sell you!
The post Ep 73: Warranty Woes, Political Ads, Big Data – Oh My! appeared first on Online Sales and Marketing for Home Builders - DYC.
1 hr 14 min
October 31, 2019Ep 72: Rethinking Customer Values with David Allison
Our guest this week is David Allison, author, lecturer, ex-Global VP of Marketing, and mastermind behind The Valuegraphics Database, the first global dataset created specifically to help organizations predict and influence behavior using the values we share. David began his career in advertising, eventually owning a marketing communications firm in Vancouver where he worked with high-rise urban developments. Today he travels the world sharing how human insight around human values is how marketers (and all of us, really) will survive in a world increasingly dominated by machines and automation.
Story Time: (1:44)
Becca questions whether your marketing hand is talking to your sales hand. Make sure your communication processes are in place so everyone is on the same page as we enter crunch time.
Kevin’s Builder 20 experience – are builders just optimistic or overly confident going into 2020? One of these could be dangerous…
In the News: (9:09)
Adidas: We over-invested in digital advertising (MarketingWeek.com) Adidas admits that a focus on efficiency rather than effectiveness led it to over-focus on ROI and over-invest in performance and digital at the expense of brand building. We discuss short-term lead generation vs. long-term branding efforts and where both fit in for home builders.
As the third-party cookie crumbles, publishers scramble for alternatives (Digiday.com)
OpenAI Tried to Train AI Agents to Play Hide-and-Seek but Instead They Were Shocked by What They Learned (KDnuggets.com) AI plays to win – not to be “fair.”
The Closed Beta for Checkout on Instagram is Here for Select U.S. BigCommerce Merchants (BigCommerce.com)
360 Topic of the Week – Rethinking Customer Values with David Allison (30:26)
David Allison has curated a set of data that identifies commonly held values that can be used to predict and even influence consumer behavior. He challenges all of us to think beyond demographics to get the right message about the right product to the right audience. We discuss:
If the written word still holds value
How to use values to sell homes faster and more profitably
How to target social media audiences based on values
The race to marketing automation – good or bad?
The one value that unites every human being in North America
Subscribe on iTunes —> https://now.doyouconvert.com/mpm-itunes
Follow on Spotify —> https://now.doyouconvert.com/mpm-spotify
Subscribe on Google Play —> https://now.doyouconvert.com/mpm-gplay
A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, and others from Do You Convert will break down the headlines, share best-practices and stories from the front line, and perform a deep dive on a relevant marketing topic. We’re here to help you – not to sell you!
The post Ep 72: Rethinking Customer Values with David Allison appeared first on Online Sales and Marketing for Home Builders - DYC.
1 hr 22 min

About Market Proof Marketing: Home Builder Marketing Insights

From the publisher's feed

A weekly new home marketing podcast for home builders and developers. Each week, Kevin Oakley and the coaching team at Do You Convert will break down the headlines, share best-practices and stories…